As the beauty industry navigates a dynamic social media landscape, influencer marketing has proven to be a driving force behind brand visibility and consumer engagement. According to market research firm Traackr’s recently released State of Influence Beauty Report, in 2024, beauty influencer content saw record levels of interaction, with video views on platforms like Instagram, TikTok, and YouTube rising across all major categories: makeup (+42%), skin care (+49%), hair care (+37%), and fragrance (+48%).
The report confirmed that these engagement increases also extended to overall consumer interaction, with makeup, skin care, hair care, and fragrance seeing year-over-year growth of 13%, 44%, 17%, and 13%, respectively.
CosmeticsDesign spoke to Holly Jackson, Vice President of Influencer Marketing Innovation and Insights at Traackr, who explained the broader implications of these trends and the report’s key takeaways. “Overall, consumers are more engaged with creator beauty content on social media than ever before,” she said, underscoring the critical role of influencers in shaping consumer behavior and driving brand success.
Trends in beauty influencer engagement
The increased interaction with beauty content on social media reflects significant consumer preferences and platform dynamics shifts. Video content continues to dominate, with audiences gravitating toward visual, immersive experiences.
“There is no single path to success on social media,” Jackson said. Brands like Rare Beauty, Kylie Cosmetics, and Fenty Beauty each employ distinct strategies to achieve impact.
According to Traacker’s report, while Kylie Cosmetics derives 78% of its Brand Vitality Index (VIT) from Kylie and Kris Jenner’s extensive following, Rare Beauty and Fenty Beauty take a more balanced approach by building communities of creators aligned with their brand ethos.
E.l.f. Cosmetics stands out as a non-celebrity brand, leveraging creators of all sizes. “E.l.f. Cosmetics is a prime example of a non-celeb brand in the top 10,” Jackson noted, adding that 91% of the brand’s VIT comes from organic content.
The brand’s collaborations with smaller influencers, such as TikTok star Mikayla Nogueira, who was named honorary CEO for a day, demonstrate the power of affordability and accessibility in driving engagement.
Platform dynamics and shifting strategies
As of the report’s publication, TikTok has continued to lead in the growth of creator beauty content, with mentions rising 22% year-over-year. However, engagement on TikTok has slowed, suggesting possible oversaturation of beauty content on the platform.
“This slowed growth in engagement could signal an oversaturation of beauty content,” Jackson explained, pointing to Instagram’s faster rate of engagement growth as a sign of its resurgence among creators.
YouTube remains the go-to platform for long-form content and product reviews, while TikTok has dropped in favorability among some demographics. “TikTok dropped two spots from last year for consuming creator content,” Jackson said.
For Gen Z, TikTok remains popular, while Millennials gravitate toward Facebook and X (formerly Twitter). However, TikTok’s uncertain future looms large over the industry, with regulatory issues in the US threatening to disrupt established strategies.
Authenticity and the evolution of partnerships
Authenticity remains the cornerstone of successful influencer marketing, with micro and nano influencers driving higher engagement rates across categories. “Microinfluencers have built trust and community with their followers through a direct, one-to-one connection,” Jackson said.
Hair care brands, for example, often collaborate with stylists and colorists who create engaging, educational content as microinfluencers.
Paid partnerships are also gaining traction. “Sponsored content has increasingly performed better for beauty brands than organic mentions,” Jackson noted.
This shift enables brands to invest more strategically in creators who resonate with their target audiences. Long-term collaborations are becoming more common, with some creators even participating in product development, such as Hunter Schafer’s five-year ambassadorship with Shiseido, she noted.
Preparing for the future
Looking ahead, brands will need to embrace hyper-targeted strategies to remain competitive. “Brands will have a better mix of creators in their influencer programs and understand how each tier contributes to their objectives,” Jackson predicted.
Hyper-targeting niche communities, such as Gen Z consumers discussing specific skin care conditions, will enable brands to market more efficiently and effectively.
As AI tools become more integrated into influencer marketing, Jackson stressed that “human interaction will be the core differentiator.” While AI can drive efficiencies, empathy and authenticity will remain essential for building consumer trust.
With video engagement surging and platforms like Instagram and YouTube poised to grow, the future of beauty influencer marketing will depend on a balance of data-driven insights and authentic connections. “Start with your brand values and proceed with the trends that are authentic,” Jackson concluded—a roadmap for brands navigating the complexities of the ever-evolving social media landscape.
